Message framing and self-conscious emotions help to understand pro-environment consumer purchase intention: an ERP study
Autor: | Muhammad Awais, Sidra Iqbal, Xiaoyi Wang, Sardar Muhammad Usman, Ruining Wang, Muhammad Zubair |
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Jazyk: | angličtina |
Rok vydání: | 2020 |
Předmět: |
Adult
Male Pride Conservation of Natural Resources media_common.quotation_subject Decision Emotions lcsh:Medicine Intention Choice Behavior 050105 experimental psychology Article 03 medical and health sciences Young Adult 0302 clinical medicine Self-conscious emotions Advertising Slogan Humans 0501 psychology and cognitive sciences Message framing Attention lcsh:Science Evoked Potentials Third stage media_common Multidisciplinary 05 social sciences lcsh:R Electroencephalography Consumer Behavior Green marketing Framing (social sciences) lcsh:Q Female Psychology Social psychology 030217 neurology & neurosurgery |
Zdroj: | Scientific Reports Scientific Reports, Vol 10, Iss 1, Pp 1-8 (2020) |
ISSN: | 2045-2322 |
Popis: | Message framing plays an important role in advertising strategies and has been studied from various perspectives in different behavioral researches. In this study Event Rated Potentials technique helped to examine the neural mechanism of message framing effect on self-conscious emotions of pride and guilt regarding consumer purchase intention in the context of green marketing. Behavioral results showed that participants ranked higher on positive framing compared to negative framing. ERP results declared that N1 component was elicited by positive framed message with emotion of pride and guilt, reflecting use of attentional resources to acquire potential benefits at first stage of processing emotional information. At the second stage P2 was higher for negative framing containing pride and guilt slogan, showing more attention towards processing emotional information about potential loss. At the third stage LPP component portray that both positive and negative framing is supported by guilt emotion when processing emotional information in decision making. Our results delivered strong evidence that how purchase intention can be mediated by message framing under the pride and guilt emotions in the context of green marketing. |
Databáze: | OpenAIRE |
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